Just because customers can find your business online using a desktop computer doesn’t mean they can find it using a mobile device. Smartphones and tablets have smaller displays, different operating systems, software and other nuances. Statistics show, however, that 77 percent of U.S. adults own a smartphone, and conversions on mobile devices are 64 percent higher than those on desktop computers.
As a business owner, you can — and should — target these users with a mobile-centric marketing strategy.
Define Mobile Marketing Goals and Objectives
You should first define your mobile marketing goals and objectives. Maybe you want to beat a competitor who’s currently ranking at the top of Google for mobile searches related to your business, or perhaps you want to attract 20 new customers every week.
No two businesses are the same, so it’s important that you create goals and objectives aligned with your business’s needs.
Develop Mobile-Friendly Web Design
Run your business’s website through Google’s mobile-friendly testing tool. If it returns the message “not mobile friendly,” visitors on smartphones and tablets will experience usability problems like content wider than the display, hard-to-read text and two or more links placed too closely together. Not only does this discourage mobile users from interacting with your site, but search engines may lower its ranking as well. Thankfully, a simple solution is to use a responsive web design, which changes your site’s layout automatically to achieve a high level of cross-compatibility on all devices.
Add Your Business to Mobile-Friendly Directories
Your website isn’t the only place where mobile customers can find your business online; they can also find it on web directories. By listing your business on mobile-friendly directories like Yelp, Yellowbook, Whitepages, Superpages.com, Angie’s List and Merchant Circle, you’ll have an easier time reaching mobile customers. Many of these directories also support customer reviews, allowing your business to develop a positive, trustworthy reputation among its audience.
Target Mobile Users With Paid Ads
When advertising your business online, consider paid advertising platforms that support mobile targeting. On AdWords, for example, you can use device targeting for Display Network campaigns, and you use mobile bid adjustments — a feature that automatically bids higher for mobile impressions — for Search Network campaigns. Even Facebook Ads supports device targeting under user behaviors.
Keep in mind that you should only target mobile users with ads after updating your site with a mobile-friendly design.
Personalize Your Mobile Marketing Efforts
Many business owners overlook the importance of personalization when promoting their business online. They focus on the technical aspects of digital marketing like measuring click-through rates (CTR) and conversion, forgetting the personal touch that really connects with users. Think about what makes your business unique and memorable, and try to convey that message in your mobile marketing efforts.
Partner With the Right Digital Marketing Agency
Finally, partnering with the right digital marketing agency, like 495 Digital, can maximize your business’s online visibility for mobile users. Unless they work in the digital marketing, most business owners lack the time needed to create and manage mobile marketing campaigns. They toss up a couple of mobile ads, neglecting to monitor and optimize them thereafter. Thankfully, the right digital marketing agency can take this burden off your shoulders, allowing you to focus on your other elements of your business.
Remember: Mobile marketing requires time, resources and patience. With smartphone usage on the rise, however, it can pay off for your business by attracting new customers and establishing your brand as an online authority.